Monday, 2 October 2006

USAGE & ABUSAGE

Am I alone in despising the way in which advertising copywriters are constantly trivialising words in the English language whose meaning is far too precious to be tossed idly about in the marketplace?

Here are two current examples from our store cupboard, beginning with Dorset Cereals...

Now, I hate to complain about these people because their products are undeniably scrumptious, but their advertisers taste in hyperbole is a little too rich for my stomach, such as describing the content weight of the package as "750g of unadulterated breakfast pleasure"!

And, if you think that's over the top, then consider the strapline that is actually ON the top of the box...

Tasty? OK... But REAL? And HONEST?

Honestly!

My other current offender is the manufacturer of this brand of toilet tissue that proudly takes for its name a golden word that is all too easily devalued and tarnished without the aid of the loo-roll industry...

FREEDOM?? Freedom to what...? Freedom from what...?

Oh, please!

And, to make matters worse, it is - as it says on the packet - MEADOW GREEN and PERFUMED!

As a wordsmith yourself you must appreciate the importance of sowing the seeds of imagery into the mind. When have you ever bought a video or cassette that's not 'hi-fi quality' or used a battery that isn't 'high power'. Personally, I love the idea of sitting in a lush green field for my number two's. Having said that though, I don't think it would meet with my literary requirements, having been spoilt by a visit to your dunny.